Globally irrational, locally rational? Putting behavioral economics into Latin context

Behavioral economics has been one of the growing trends in the market research world for the past couple of years. As its global reach increases, it's time to look at whether we are really as irrational as we seem and whether we are all irrational in the same way. Culture influences how people make decisions so can we use behavioral economics the same way in Latin America? In addition to understanding the ways in which culture can affect biases and heuristics, this talk will showcase real applications of behavioral economics in market research.

Elina Halonen

A co-founder of London-based The Irrational Agency, Elina specialises in applying behavioural economics in commercial context. As well as being an experienced market researcher, she is also an expert on cross-cultural psychology and regularly presents at both academic and commercial conferences internationally. Combined with her work as the communications consultant for the Society for Consumer Psychology and editor of leading psychology blog InDecision, she bridges the commercial and academic worlds. In 2012, she also won the Young Research Writer of the Year award presented by the International Journal of Market Research.